To create a more premium brand perception for Stella Artois in the American market, we decided to tackle the issue of masculinity and what it really means to be a man in the USA. We created a character called 'Crying Jean' - a real man who isn't afraid to show his feelings and vulnerabilities. For the Super Bowl launch, we looked to Oscar winning actor Adrien Brody to play the role of Crying Jean, a tearful and emotional jazz crooner who longs for a beautiful woman called Stella. Rather than just perform the character, we also asked Adrien to release a 1960's vinyl track with his vocal. We recorded the track using the same methods as the artists from the 1960's.
The measure of any campaign is its impact in culture.
We worked with The Jay Leno Show, giving them exclusive first viewing of the film footage to play and tinker as they pleased.
They released the below video parody on the day of campaign launch, pushing millions of their viewers to watch our campaign.
Rather than just perform the character, we also asked Adrien to release a 1960's vinyl track.
We recorded the track using the same methods as the artists from the 1960's.